The event that lit up the holiday season.
Ahead of the holiday shopping peak, eBay launched #eBayFirstMinuteGifting, an integrated campaign designed to capture the attention of Gen Z and boost brand awareness with a fresh, contemporary tone.
The campaign culminated in a high-impact event produced by Louder, created to drive visibility and engagement through a universally relatable gesture: a record-breaking unboxing.
Over 800 guests, including creators, influencers and select VIPs — such as Cecilia Rodriguez, Valentina Ferragni, Beatrice Valli and many others — took part in the simultaneous unboxing of 500 gift boxes, each containing the first Christmas gift signed by eBay. Hosted by Federico Russo, the moment turned into a memorable, shareable, and highly engaging collective celebration.
The experience continued with entertainment moments, audience interaction, and a live performance by Soul System, all wrapped in an immersive format designed to speak the native language of social media.
What made the impact even greater: more than 400 creators involved, over 27 million content views, and 24.8 million impressions across posts and Instagram Stories. The activation generated an advertising value equivalent of over €2.2 million, making it one of the most effective brand engagement initiatives of the entire holiday season.
High engagement.
Higher reach.
Highest impact
